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Issue link: http://read.dmtmag.com/i/123667
Tips for Marketing High-end Vodkas 30 | MAY 2013 partner with me on assisting in promoting a particular brand." When selecting which vodkas to stock, "operators need to strongly consider the wants and desires of their clientele," says Aidan Demarest, owner of Los Angeles cocktail haunt Neat. "They should also scrutinize their bar's product mix and look for sales trends for each of the brands they carry." After that, Demarest says, operators need to make sure that they offer great brands at each major price point. "For example, if you don't stock an ultra-premium vodka—like Elit by Stolichnaya—then you risk losing potential sales, which in my book is a critical oversight." Like most premium products, upscale vodkas don't sell themselves, notes Kathy Casey, chef, mixologist and owner of Kathy Casey Food Studio—Liquid Kitchen. "Every great vodka has a story. The staff needs to be educated on what those are and develop interesting speaking points for each of your back-bar selections," she says. The better educated the staff is about your vodkas, Casey says, "the more capable they will be at selling at the point of thirst. I also consider what vodkas I'll need to support my cocktail menu and signature drinks." Starwood's Gregory agrees. "Every vodka has its own characteristics and a story to go with it. Our staff enjoys learning the story behind each brand, and they embrace the product much more after learning something about it." This is especially important when selling American microdistilled vodkas, Gregory adds. "We've had enormous success marketing these smaller boutique brands—like Tito's Handmade from Texas or Death's Door from Wisconsin. They're spirits that consumers and staff can easily relate to." Robert Plotkin is a judge at the San Francisco World Spirits Competition and author of 16 books on bartending /beverage management, including Secrets Revealed of America's Greatest Cocktails. www.cheersonline.com PAT MAZZERA Vodka will remain America's spirit of choice for the foreseeable future. Regardless of where you stand on its relative merits, becoming more adept at marketing high-end vodkas is an on-premise imperative. Here are some tips to help you and your staff better understand and articulate the nuances of various vodkas. VARIETAL STATUS Like other noble spirits, premium vodkas are products of their homelands and environments, and they need to be marketed as such. High-end vodkas are now being made in nearly every country, quite possibly within easy driving distance of your establishment. Stressing the concept of terrior will greatly enhance the distinction between the particular brands. WATER OF LIFE The character of the water used in a vodka's production—such as spring water, artesian water, peat-filtered water or water sourced from glacial lakes— is a significant point of differentiation between brands. An 80-proof spirit contains 60% water. All things being equal, the better the water, the better the resulting spirit. It, too, is something that needs be mentioned when recommending a vodka. VODKA PROFILING What the vodka is distilled from, such as corn, potato, rye or winter wheat, is just as important. Each will produce a distinctively different spirit. Most neutral vodkas are distilled from corn, which yields the most alcohol per bushel. The most expensive and technically challenging starch to distill into vodka is the potato. But when done well, potato vodka is a treat for the senses, with characteristically oily, textured bodies and vegetal bouquets. Rye vodkas are prized for their spicy, tangy flavors, and those distilled from wheat typically have delectably sweet notes on the finish. TECHNIQUE The staff should also stress how a vodka is distilled. Most are made in continuous stills, but a growing number of brands are crafted in smallbatch alembic stills. For instance, American microdistilled vodkas—such as Tito's, Cold River, Square One, Blue Ice and Vermont Gold—constitute some of the fastestgrowing brands in the industry, largely because of their unparalleled quality and craftsmanship. SERVICE Serving vodka straight from the freezer is often portrayed as the method preferred by enthusiasts and aficionados. But the colder a spirit is, the less there is to appreciate about its character. Even mediocre vodkas make passable tipples when served icy cold. It's better to store premium vodkas in the cooler and serve them in chilled glassware. It's the best of both worlds. —RP